A

Dissertation Report
On

Demographical Factors
Regarding Two Wheeler
Purchase
Submitted In the partial fulfillment of the
requirements for the award of degree
Submitted to :

Submitted by :

MR. RANIT KISHORE

Assistant Professor
COER SM

TUSHAR TYAGI
MBA II Year
(Marketing & Finance)

College of Engineering, School of

Management
Roorkee

Affiliated to Uttarakhand Technical

University,
Dehradun
Session 2014 16

ACKNOWLEDGEMENT

A project report A Study of Demographical Factors Regarding Two Wheeler Purchase has
given immense pleasure and knowledge. It is inspirits of many persons and I would last
to express my deep sense of gratitude, I owe to them. It is monist impossible to express
the names of all but I would like to thank them for their co-operation whether big or
small in the completion of my project.
I express my sincere thanks to Mr. Ranit Kishore (Assistant Professor), COER School
of Management, Roorkee for permitting me to undergo this project and for his
supervision and valuable opinions.
Finally I am thankful to all of them who directly or indirectly helped me in the
completion of the project successfully, for without their help this project would not have
seen the Light of the Day

Executive Summary
Management ideas without any action based on them mean nothing. That is why practical
experience is vital for any management student. Theoretical studies in the class room are
not sufficient to understand the function climate and the real problems coming in the way
of management of men. So practical exposures are indispensable to such courses. Thus
practical experience arts as a supplement to the class room studies. It offers an exposure
to real practical of management in various organizations. It exposes invaluable treasures
of expenses to a student.
The phenomenon of creation is a long process requiring time, energy and dedications
well as skill and experience of those people engaged in the task, ultimately in the
outcome as the final form of embodiment of the creators vision. Research work
constitutes the backbone of any management education program. A management student
has to do research work quite frequently during his/her entire span.
This report deals with the Demographical Factors Regarding Two Wheeler
Purchase. I learnt many new things which could never been learnt from theory classes.
In the forthcoming pages, an attempt has been made to present a comprehensive report
concerning different aspects of my training, the overall knowledge gained by me will
reflect in the report itself.

Table of content
Chapter I : Introduction
1.1 Overview
1.2 Two-wheeler Industry in India
1.3 Industry performance
1.4 The key to success of two wheeler automobile industry
1.5 Customer Satisfaction

Chapter II : Review of literature & Research Methodology

2.1 Literature Review
2.2 Research Methodology

Chapter III : Data Analysis : Demographic Profile & factor Analysis

Demographic characteristics of the sample data

Chapter IV: Customer Satisfaction on post sale services

Chapter V: Finding, Conclusion, Suggestion, Limitation
Appendix
Bibliography

Lists of Table/Chat/Diagram/Figure

S.No

Table
No

Table Head

Table-1

Demand Forecast for Motorcycles and Scooters

Table-2

Gender wise frequency

Table-3

Age wise frequency

Table-4

Occupation wise frequency

Table-5

two wheeler used by customer

Table-6

Ranking of respondents and satisfaction index on seven point scale

Table-7

One way ANOVA for service regarding respect to Service quality

Table-8

One way ANOVA for service regarding respect to Service staff

Table-9

One way ANOVA for service provider regarding to outlet

10

Table-10

One way ANOVA for service provider regarding to cars

11

Table-11

Comparison of service provider & service charges.

12

Table-12

Comparison of service provider & service quality

13

Table-13

Comparison of service provider & service staff.

14

Table-14

Comparison of service provider & outlet.

List of figure:

NO.
1
2
3
4
5
6
7

Figure HEAD
Demand for motor cycle, scooters and moped
Change in status with two wheeler industry
Annual Growth demand for motor cycle, scooters and moped
Gender wise frequency
Age wise frequency:
Occupation wise frequency
Frequency of two wheeler used by customer

Chapter I
INTRODUCTION

INTRODUCTION
1.1) Industry overview
Automobile is one of the largest industries in global market. Being the leader in product
and process technologies in the manufacturing sector, it has been recognized as one of the
drivers of economic growth. During the last decade, well-directed efforts have been
made to provide a new look to the automobile policy for realizing the sector's full
potential for the economy. Steps like abolition of licensing, removal of quantitative
restrictions and initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the restrictive
environment has helped restructuring, and enabled industry to absorb new technologies,
aligning itself with the global development and also to realise its potential in the country.
The liberalization policies have led to continuous increase in competition which has
ultimately resulted in modernization in line with the global standards as well as in
substantial cut in prices. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the population
in the middle income group.
The Indian two wheeler market has a size of over Rs 100,000 million.
The Indian two wheeler segment contributes the largest volumes amongst all the
segments in automobile industry. Though the segment can be broadly categorized into 3
sub-segments viz; scooters, motorcycles and mopeds; some categories introduced in the
market are a combination of two or more segments e.g. scooterettes and step thrus. The
market primarily comprises five players in the two wheeler segment with most of the
companies having foreign collaborations with well-known Japanese firms earlier. But
most

of

the

companies

are

now

planning

100%

subsidiaries

in

India.

In the last four to five years, the two-wheeler market has witnessed a marked shift
towards motorcycles at the expense of scooters. In the rural areas, consumers have come
to prefer sturdier bikes to withstand the bad road conditions. In the process the share of
motorcycle segment has grown from 48% to 58%, the share of industry.

1.2) Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the automobile sector
that has undergone significant changes due to shift in policy environment. The twowheeler industry has been in existence in the country since 1955. It consists of three
segments viz. scooters, motorcycles and mopeds. According to the figures published by
SIAM, the share of two-wheelers in automobile sector in terms of units sold was about 80
per cent during 2003-04. This high figure itself is suggestive of the importance of the
sector. In the initial years, entry of firms, capacity expansion, choice of products
including capacity mix and technology, all critical areas of functioning of an industry,
were effectively controlled by the State machinery. The lapses in the system had invited
fresh policy options that came into being in late sixties. Amongst these policies,
Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation
Act (FERA) were aimed at regulating monopoly and foreign investment respectively.
This controlling mechanism over the industry resulted in: (a) several firms operating
below minimum scale of efficiency; (b) under-utilisation of capacity; and (c) usage of
outdated technology. Recognition of the damaging effects of licensing and fettering
policies led to initiation of reforms, which ultimately took a more prominent shape with
the introduction of the New Economic Policy (NEP).
However, the major set of reforms was launched in the year 1991 in response to the major
macroeconomic crisis faced by the economy. The industrial policies shifted from a
regime of regulation and tight control to a more liberalised and competitive era. Two
major results of policy changes during these years in two-wheeler industry were that the,
weaker players died out giving way to the new entrants and superior products and a
sizeable increase in number of brands entered the market that compelled the firms to
compete on the basis of product attributes. Finally, the two-wheeler industry in the
country has been able to witness a proliferation of brands with introduction of new
technology as well as increase in number of players. However, with various policy
measures undertaken in order to increase the competition, though the degree of
concentration has been lessened over time, deregulation of the industry has not really
resulted in higher level of competition.

1.2.1) A Growth Perspective

The composition of the two-wheeler industry has witnessed sea changes in the postreform period. In 1991, the share of scooters was about 50 per cent of the total 2-wheeler
demand in the Indian market. Motorcycle and moped had been experiencing almost equal
level of shares in the total number of two-wheelers. In 2003-04, the share of motorcycles
increased to 78 per cent of the total two-wheelers while the shares of scooters and
mopeds declined to the level of 16 and 6 per cent respectively. A clear picture of the
motorcycle segment's gaining importance during this period is exhibited by the Figures 1,
2 and 3 depicting total sales, share and annual growth during the period 1993-94 through
2003-04.

Some of the features that deserve attention in respect of the Indian two wheeler
segment are as mentioned:

the total sale of two wheelers in India has touched a figure of 7.86 million units by
March, 2007, up 11.42% from the previous fiscal figures of 7.05 million. Production
during the period reached 8.63 million units.
the production of two wheelers in India is expected to reach a staggering 17.85 million
units by 2011-12, more than double of the current production level.
the two-wheeler production capacity is to reach 22.31 million units in 2011-12
compared with 10.78 million in 2006-07.
India is likely to export 1.39 million two-wheelers in 2011-12 compared with 590,000
in 2006-07.
Total investment for new capacity generation in two-wheeler segment is likely to be
more than $2.2 billion (INR10, 000 crore).
Hero Honda, Bajaj Auto and TVS Motor remain the leading players in terms of sales and
popularity of their two wheeler. The key to success of automobile industry lies not only in
having good products but also in being able to provide the customer with the level of
service they desire. Because of increasing competitiveness in the Indian automobile

industry almost all automobile manufacturers have invested valuable resources on

customer satisfaction as a tool to understand the needs and expectations of their
customers. Increased presence of two- wheeler vehicles throughout the country has
created a growing need for providing service infrastructures closer to the customers'
homes or offices. A study on customer satisfaction on post-sales service with reference to
two-wheeler automobile industry was conducted in the Dehradun city. Primary data was
collected from 100 customers who purchased the motorbikes of various two-wheeler
companies. The study is presented under two heads: a) Part I and b) Part II. Part I outlines
the perception of customers on post-sales service and Part II gives a ranking of
respondents based upon satisfaction.

1.3)INDUSTRYPERFORMANCE
The domestic two wheeler industry volumes declined by 14.7% to 567k units as
compared to 665k units in Nov07. This was primarily due to a slump in domestic
motorcycle volumes which dropped 20.2% to431k. However, domestic scooters and
othertwowheelervolumesgrewby9.4%to136kunitsledbystrongperformancefrom
Hero Honda Ltd (HH), Honda Motorcycle & Scooters Ltd (HMSI) and Suzuki
MotorcycleIndiaLtd(SMIL)ingearlessscooterspace.Thelacklusterperformancein
thedomesticmarketswastoanextendcompensatedbya50%jumpinexportsto89k
units.Overallthetwowheelerindustryvolumesdroppedby9.3%to657kunitsfrom
724kunitsinNov07

1.3.1)COMPANYWISEPERFORMANCEANALYSIS
HHimprovedmarketshareafterithelditsvolumesinNov08inanotherwisedeclining
market. A small dip of 0.8% in motorcycle sales was supplemented by a strong
performanceinscootersegment,whichgrewby33.8%to14kunits.Overallvolumes
remainedflatat289kunits.AstrongperformanceinFY09relativetopeershashelped
HHincreasemarketshareby180bpsto43.2%.
BALandTVSMvolumesdropped37%and21%to131kunitsand45kunitsrespectively
postdeclineinmotorcyclessales.BothBALandTVSMhaveastrongpresenceinthe
economy and premium segments. The economy segment wherein majority of the
purchasesarefinanced,waslargelyhitbyaslowdowninavailabilityoffinanceandloan
disburses.Thepremiumsegment,aforteforBALwithitsPulsarmodelaccountingfor
50% market share and TVS with its Apache model, saw increased competition post
launchofYamaha FZ16inOct08. Competitionis furtherexpectedto increase with
launchofSuzukiGSR150inJan09.HMSI,whichhasseenastronggrowthinvolumesin
FY09,extendeditsgainswith63%increaseinmotorcyclevolumesto37kunitslargely
duetoincrementalvolumesfrom125ccCBFStunnerlaunchedinJul08.TheScooters&
othertwowheelersegmentwhereinHMSIholds40%marketshareduepopularmodels

like Activa & Dio grew by 27.7% 63kunits. HMSI with its strong performance in
FY09YTDhaswitnessedan80bpsincreaseinmarketshareto12%
Automobile is one of the largest industries in global market. Being the leader in product
and process technologies in the manufacturing sector, it has been recognized as one of the
drivers of economic growth. During the last decade, well-directed efforts have been
made to provide a new look to the automobile policy for realising the sector's full
potential for the economy. Steps like abolition of licensing, removal of quantitative
restrictions and initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the restrictive
environment has helped restructuring, and enabled industry to absorb new technologies,
aligning itself with the global development and also to realise its potential in the country.
The liberalisation policies have led to continuous increase in competition which has
ultimately resulted in modernisation in line with the global standards as well as in
substantial cut in prices. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the population
in the middle income group.
Two-wheeler segment is one of the most important components of the automobile sector
that has undergone significant changes due to shift in policy environment. The twowheeler industry has been in existence in the country since 1955. It consists of three
segments viz. scooters, motorcycles and mopeds. According to the figures published by
SIAM, the share of two-wheelers in automobile sector in terms of units sold was about 80
per cent during 2003-04. This high figure itself is suggestive of the importance of the
sector. In the initial years, entry of firms, capacity expansion, choice of products
including capacity mix and technology, all critical areas of functioning of an industry,
were effectively controlled by the State machinery. The lapses in the system had invited
fresh policy options that came into being in late sixties. Amongst these policies,
Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation
Act (FERA) were aimed at regulating monopoly and foreign investment respectively.
This controlling mechanism over the industry resulted in: (a) several firms operating
below minimum scale of efficiency; (b) under-utilisation of capacity; and (c) usage of

outdated technology. Recognition of the damaging effects of licensing and fettering

policies led to initiation of reforms, which ultimately took a more prominent shape with
the introduction of the New Economic Policy (NEP) in 1985.
However, the major set of reforms was launched in the year 1991 in response to the major
macroeconomic crisis faced by the economy. The industrial policies shifted from a
regime of regulation and tight control to a more liberalised and competitive era. Two
major results of policy changes during these years in two-wheeler industry were that the,
weaker players died out giving way to the new entrants and superior products and a
sizeable increase in number of brands entered the market that compelled the firms to
compete on the basis of product attributes. Finally, the two-wheeler industry in the
country has been able to witness a proliferation of brands with introduction of new
technology as well as increase in number of players. However, with various policy
measures undertaken in order to increase the competition, though the degree of
concentration has been lessened over time, deregulation of the industry has not really
resulted in higher level of competition.
The composition of the two-wheeler industry has witnessed sea changes in the postreform period. In 1991, the share of scooters was about 50 per cent of the total 2-wheeler
demand in the Indian market. Motorcycle and moped had been experiencing almost equal
level of shares in the total number of two-wheelers. In 2003-04, the share of motorcycles
increased to 78 per cent of the total two-wheelers while the shares of scooters and
mopeds declined to the level of 16 and 6 per cent respectively. A clear picture of the
motorcycle segment's gaining importance during this period is exhibited by the Figures 1,
2 and 3 depicting total sales, share and annual growth during the period 1993-94 through
2003-04.

2002-03 through 2011-12. The forecasts had been made using econometric technique
along with inputs obtained from a primary survey conducted at 14 prime cities in the
country. Estimations were based on Panel Regression, which takes into account both time
series and cross section variation in data. A panel data of 16 major states over a period of
5 years ending 1999 was used for the estimation of parameters. The models

considered a

large number of macro-economic, demographic and socio-economic variables to arrive at

the best estimations for different two-wheeler segments. The projections have been made
at all India and regional levels. Different scenarios have been presented based on
different assumptions regarding the demand drivers of the two-wheeler industry. The
most likely scenario assumed annual growth rate of Gross Domestic Product (GDP) to be
5.5 per cent during 2002-03 and was anticipated to increase gradually to 6.5 per cent
during 2011-12. The all-India and region-wise projected growth trends for the
motorcycles and scooters are presented in Table 1. The demand for mopeds is not
presented in this analysis due to its already shrinking status compared to' motorcycles and
scooters.
It is important to remember that the above-mentioned forecast presents a long-term
growth for a period of 10 years. The high growth rate in motorcycle segment at present
will stabilize after a certain point beyond which a condition of equilibrium will set the
growth path. Another important thing to keep in mind while interpreting these growth
rates is that the forecast could consider the trend till 1999 and the model could not
capture the recent developments that have taken place in last few years. However, this
will not alter the regional distribution to a significant extent.
Table 1 suggests two important dimensions for the two-wheeler industry. The regionwise numbers of motorcycle and scooter suggest the future market for these segments.
At the all India level, the demand for motorcycles will be almost 10 times of that of the
scooters. The same in the western region will be almost 20 times. It is also evident from
the table that motorcycle will find its major market in the western region of the country,
which will account for more than 40 per cent of its total demand. The south and the
north-central region will follow this. The demand for scooters will be the maximum in the

northern region, which will account for more than 50 per cent of the demand for scooters
in 2011-12.
The present economic situation of the country makes the scenario brighter for short-term
demand. Real GDP growth was at a high level of 7.4 per cent during the first quarter of
2004. Both industry and the service sectors have shown high growth during this period at
the rates of 8.0 and 9.5 per cent respectively. However, poor rainfall last year will pull
down the GDP growth to some extent. Taking into account all these factors along with
other leading indicators including government spending, foreign investment, inflation and
export growth, NCAER has projected an average growth of GDP at 6.7 per cent during
the tenth five-year plan. Its mid-term forecast suggests an expected growth of 7.4 per cent
in GDP during 2004-05 to 2008-09. Very recently, IMF has portrayed a sustained global
recovery in World Economic Outlook. A significant shift has also been observed in Indian
households from the lower income group to the middle income group in recent years. The
finance companies are also more aggressive in their marketing compared to previous
years. Combining all these factors, one may visualise a higher growth rate in two-wheeler
demand than presented in Table 1, particularly for the motorcycle segment
Table 1: Demand Forecast for Motorcycles and Scooters for 2011-12
2-Wheeler Segment

Regions
South

West

North-Central

East & North-East

All India

Motorcycle

2835 4327 2624

(12.9) (16.8) (12.5)

883
(11.1)

10669
(14.0)

Scooter

203
(2.6)

99
(2.0)

1124
(2.08)

219
(3.5)

602
(2.8)

There is a large untapped market in semi-urban and rural areas of the country. Any
strategic planning for the two-wheeler industry needs to identify these markets with the
help of available statistical techniques. Potential markets can be identified as well as
prioritised using these techniques with the help of secondary data on socio-economic
parameters. For the two-wheeler industry, it is also important to identify the target groups

for various categories of motorcycles and scooters. With the formal introduction of
secondhand car market by the reputed car manufacturers and easy loan availability for
new as well as used cars, the two-wheeler industry needs to upgrade its market
information system to capture the new market and to maintain its already existing
markets. Availability of easy credit for two-wheelers in rural and smaller urban areas also
requires more focussed attention. It is also imperative to initiate measures to make the
presence of Indian two-wheeler industry felt in the global market. Adequate incentives
for promoting exports and setting up of institutional mechanism such as Automobile
Export Promotion Council would be of great help for further surge in demand for the
Indian two-wheeler industry.

1.4) The key to success of two wheeler automobile industry

The key to success of two wheeler automobile industry lies not only in having good
products but also in being able to provide the customer with the level of service they
desire. Because of increasing competitiveness in the Indian automobile industry, almost
all automobile manufacturers have invested valuable resources on customer satisfaction
as a tool to understand the needs and expectations of their customers. Increased presence
of two- wheeler vehicles throughout the country has created a growing need for providing
service infrastructures closer to the customers' homes or offices. A study on customer
satisfaction on post-sales service with reference to two-wheeler automobile industry was
conducted in the Dehradun city. Primary data was collected from 100 customers who
purchased the motorbikes of various two-wheeler companies. The study is presented
under two heads: a) Part I and b) Part II. Part I outlines the perception of customers on
post-sales service and Part II gives a ranking of respondents and satisfactory index on
post-sales service of two-wheeler automobile industry. The Indian two wheeler market is
increasingly becoming a price warfield. Everyone and their competitor wants to win the
title of the 'World's cheapest bike' and the customer has become the King. But I often
wonder if this price based competition is good for the health of the industry. Isn't
everyone eating their own margins in the quest for greater market share and farther
market expansion? And where does this leave smaller players like LML (going through

some very tough times as of now), Kinetic (good scooters, questionable field network,
trying hard in motorcycles) and even Yamaha and TVS? I am not even talking of Hero
Motors. A big guy like Hero Honda or Bajaj Auto can arm twist suppliers to deliver parts
cheaper, which I am sure the suppliers won't mind doing considering the volumes that
these two guys offer. Both the Munhall and Bajaj families are also typical in the way they
promote companies run by their brothers, cousins, in-laws etc. etc. So Bajaj Auto can
always ask for cheaper rates from a Varroc or Auragabad Electricals while Hero Honda
can do the same with MAC or Munjal Showa or Omax Auto. But what happens to LML
(still makes a lot of its components, very archaic), Kinetic (mostly independent
suppliers), TVS (Sundram Group suppliers, who anyways act independent, very
professional but is it the best way forward?), Yamaha (independent suppliers) or a new
entrant like Suzuki (they will buy components from anyone except a Munjal family or a
Sundram company)? Without volumes, one is not in a position to get the best prices.
Without the best component prices, the price of the final product goes up. But then you
have to fight Bajaj Auto. So you reduce the selling price of the bike. Then your margins
nosedive!
This seems to be a vicious circle to me :
Low volumesHigh component prices > High final price > Still lower volumes > Low
profitability or another way forward may be Low volumes > High component prices >
Low final prices > Compromise on margins > Low profitability. Still another way
forward may be like this Low volumes > Low component prices (I compromise on
component quality) > Low final product price > High volumes > Low dependability >
Low customer satisfaction > Low volumes > Low profitability. Thus the fat gets fatter
while the small gets smaller and may eventually get wiped out.
The only way out seems to be technical innovation which can give a low volumes
company advantage over a high volume one. Unfortunately low volumes low profitability
also means that you don't have major money to invest in R&D.
Or in some cases, like TVS, where R&D does get a priority, it is mostly copied very
quickly by rivals as most of the R&D is supplier driven. So a Central loses its technical
advantage to a CT 100 very quickly. After all the battle field is of 100cc bikes, not battle

tanks. The other way out of this vicious circle is by concentrating on niches. Indian bike
manufacturers till now have focused on street commuters only. A high percentage of the
market is shifting to a low margin, high volume game and smaller manufacturers need to
get out of this rut to survive. So Kinetic should not be doing a Boss and TVS should not
be putting its energies into a Star or even a Central. Small companies should be focus
sing on 150cc + niches and experiment with new body styles. Performance and quality
should be the marketing weapons rather than price.
Talking of the two wheeler industry, the names that effortlessly come to us is Bajaj Auto,
Hero Honda, TVS Motor, Yamaha Motor, Kinetic and others. The two wheeler segment
has played an important role in giving a push to the automobile industry in India. In fact,
the production, sales and exports of the two wheelers is a fair indication of the growing
importance that it enjoys in this country's manufacturing economy. An overview of the
two wheeler industry makes this clear that the two wheelers are among the most sought
after automobiles in India for some time and the trend is likely to stay for a while. The
economic growth, need for better conveyance and gradually improving road
infrastructure coupled with better credit and financing options, have acted as a major
catalyst in encouraging the growth and development of the two wheeler segment in India.
Further, the new and improved features on the two wheelers, their stylish and trendy
looks and a rage with the country's youth who form a substantial influence in determining
the consumer behavior have ensured that the two wheelers remain on top of the
automobile industry' agenda in India
population is not expected to diminish. Hence, a strong service sector is needed to
support and sustain growth in the automotive industry .As in any service sector,
manpower plays critical part in the success of automotive servicing. Currently, the secto
faces key gaps in terms of numbers and skilled man power. It is estimated that the
automotive service sector would require manpower of about 0.5 million over the next 10
years. To meet this requirement, industry players may need to closely collaborate with
technical training institutes to ensure a steady supply of trained employees. At the same
time, players need to take steps to improve their employee retention, through focused
recruitment and improved career planning and management. Some of the key initiatives
that could be implemented include:

1. Expedite the implementation of ATIs, as envisaged in the AMP. Develop

certification courses based on industry requirements
2. Industry players and institutes to jointly refine the curriculum of relevant courses,
to meet the servicing requirements of vehicles with modern technology
3. Industry players to provide assistance to the institutes they work within terms of
equipment and know-how, as well as training for the instructor
4. Industry players could also look at conducting tests, contests or other filters to
select promising students as potential employees, and providing industrial
training, scholarships, etc, to them
5. Focus on employee retention through employee friendly processes and policies
and a conducive work environment. The thrust on servicing is expected to
continue in the long term, as vehicle volumes increase and technology continues
to evolve. Therefore, getting the right manpower in place is one of the key
cornerstones for success.

1.5) Customer Satisfaction

The definition of customer satisfaction has been widely debated as organization
increasingly attempts to measure it. Customer satisfaction can be experienced in a variety
of situations and connected to both goods and services. It is a highly personal assessment
that is greatly affected by customer expectations. Satisfaction also is based on the
customers experience of both contact with the organization (the moment of truth as it
is called in business literature) and personal outcomes. Some researchers define a
satisfied customer within the private sector as one who receives significant added value
to his/her bottom linea definition that may apply just as well to public services.
Customer satisfaction differs depending on the situation and the product or service. A
customer may be satisfied with a product or service, an experience, a purchase decision, a
salesperson, store, service provider, or an attribute or any of these. Some researchers
completely avoid satisfaction as a measurement objective because it is too fuzzy an
idea to serve as a meaningful benchmark.4 Instead, they focus on the customers entire
experience with an organization or service contact and the detailed assessment of that
experience. For example, reporting methods developed for health care patient surveys

often ask customers to rate their providers and experiences in response to detailed
questions such as, How well did your physicians keep you informed? These surveys
provide actionable data that reveal obvious steps for improvement. Customer
satisfaction is a highly personal assessment that is greatly influenced by individual
expectations. Some definitions are based on the observation that customer satisfaction or
dissatisfaction results from either the confirmation or disconfirmation of individual
expectations regarding a service or product. To avoid difficulties stemming from the
kaleidoscope of customer expectations and differences, some experts urge companies to
concentrate on a goal thats more closely linked to customer equity. Instead of asking
whether customers are satisfied, they encourage companies to determine how customers
hold them accountable. In the two wheeler industry, the definition of customer
satisfaction is often linked to both the personal interaction with the service provider and
the outcomes experienced by service users.

1.5.1Total Customer Experience

Business experts recommend focusing on the entire customer experience with each
service contact. It is the totality of the buying experience that will keep your customers
coming back for more.25 More than just the basics of customer service create a
favorable experience for the customer; everything, conscious and unconscious, can affect
it. Successful service companies attend to every detail to ensure that the customers
physical, social, and psychological experience is pleasant.
Personal Contact and Relationships
Research shows that, in an increasingly impersonal world, customers want personalized
service. It is essential to customer satisfaction. Customers experience service one-onone,
subjectively, impressionistically. An organization looks like the people who greet them,
write up their order, deliver something to them it sounds like the last person the
customer talked to on the phone.26 Honeywell and Contracting Business Magazine
conducted consumer focus groups to determine customer expectations and perceptions of
heating and air conditioning contractors. They learned that reliance on answering
machines and interactive telephone-computer communications were viewed as definite
negatives. Customers wanted not only a skilled technician, but also someone who was

easy to talk to, looked professional, enjoyed talking to the customer, and respected the
customer. Proven techniques for putting customers at ease include simple courtesy, using
each customers name, answering customers questions, and remembering their names,
preferences, and personal things about them A another component of a customer-focused
organization is a clear set of customer service performance standards that is
systematically reinforced. Standards of customer service identify and communicate what
constitutes satisfactory performance for all employees and customers. They provide
uniform measures for all staff and promote consistently strong customer service.
1.5.2) Measuring Customer Satisfaction
There are several ways to gather input from customers. The simplest way to find out how
customers feel and what they want is to ask them. If you have only 20 customers, you can
talk to each one personally. The advantage of this approach is that you'll get a personal
"feel" for each customer. The disadvantage is that you'll gather different information from
each customer depending on how the conversation goes. Customer surveys with
standardized survey questions insure that you will collect the same information from
everyone. Remember that few of your customers will be interested in "filling out a
questionnaire". It's work for them without much reward. By launching a customer survey
as an attempt to find out "how we can serve you better" -- your customers will feel less
put upon. Here are a few of the possible dimensions you could measure:

Quality of services
Pricing of services
Complaints of problem
The closeness of the relationship with contact in your firm
Accuracy in delivery time

Chapter II
LITERATURE REVIEW AND REASERCH
METHDOLOGY

2. LITERATURE REVIEW & RESEARCH

METHEDOLOGY
R Dinesh
Confederation of Indian Industry (CII)
Event Chairman
Over the past decade, Indias automotive sector has emerged as one of the most
significant in the countrys economy, accounting for nearly 5 percent of the GDP. Since
the economic liberalization of the 1990s, the country has seen a steady influx of global
automotive players into India and increasing competition has triggered improvements in
product range, quality, technology and service. Automotive service is a key pillar
supporting the growth of the industry. As the industry grows and transforms, it is
imperative that the service aspect evolves correspondingly. To focus on this critical area,
CII has been conducting the AutoServ conferences, which seeks to bring together
different players from across the automotive service industry, to exchange views and
develop a common agenda for growth. Given the evolution in vehicle technology, product
range and quality in the Indian market, the skills required to service vehicles have also
changed. Todays vehicles require sophisticated tools and equipment for problem
diagnosis and correction, which can be handled only by trained technicians. Does the
industry have adequately trained manpower to support the required growth in automotive
servicing? Where are the gaps and how can they be addressed? To focus on these critical
aspects, CII had asked KPMG to prepare this report on Skill Gaps in Indian
Automotive Servicing, to serve as a background note to Auto Serv 2008. Manpower
capability is a critical enabler for development of automotive servicing. At the same time,
concerted skill development initiatives will also create a larger pool of employable blue
collar employees, which will aid in the growth of overall employment levels in the
industry and the nation. This report is thus a timely initiative to throw light on this
important aspect
Yezdi Nagporewalla
Head - Industrial Markets
KPMG in India

Indias growing automotive sector has been one of the key success stories in the countrys
economy over the past decade. The automotive sector reflects liberalization and in turn
globalization in its true sense. In India the automotive sector contributes to roughly 5
percent of Indias GDP today, and is targeted to become 10 percent of GDP by 2016. One
of the key enablers for this industrys growth and consequent contribution to GDP is
Automotive Servicing.Given an extremely competitive market scenario where product
features and pricing are increasingly in capable of differentiating, Service depth and
quality surfaces as a key differentiator and an effective tool to retain customers. Parellely,
rapid improvement in vehicle technology and proliferation of multiple products and
variants adds complexity to any existing model. Servicing of modern vehicles requires
quite a different set of skills and technology as compared to the past. KPMG has been
actively tracking the evolving automotive market in India, and through its thought
leadership and association with industry bodies, has contributed regularly to stimulating
ideas and discussions in driving this change.We have a strong and valued relationship
with CII and see this association as Knowledge Partner for AutoServ 2008 as a further
step. It is our pleasure to present this report on a topic of interest and timely relevance to
the automotive industry in India today.

2.2 RESEARCH METHODOLOGY

MEANING OF RESEARCH
Research has been defined by various authors in different ways. it always begins with a
question or a problem. Its purpose is to find answers to question through the application
of systematic and scientific methods. Thus research is the systematic approach towards
purposeful investigation. This needs formulating as hypothesis, collection of data on
relevant variables, analyzing and interpreting the results and reaching conclusions either
in the form of a solution or certain generalizations. So finally a Research is an academic
activity and systematized efforts to gain new knowledge.

Research Objective & Hypothesis:The main of the studies are as under:

To know the customers perception on of two-wheeler automobile
industry.
To identify whether services of two-wheeler automobile industry are up to
the customers, expectations or not.
To find out the customers satisfaction of of two wheeler automobile
industry.

To identify the area for improvement so that the quality of two-wheeler

automobile industry is enhanced.

To find out the which company provide the better in two wheeler industry.

THE RESEARCH PROCESS

A number of alternatives are available to the researcher during each stage of the research
process. There is no best way to research, and the method chosen will depend on the
resources (time, money, manpower, etc.) available and the results one wants. The six
stages in the research process are as follows:

A .Problem discovery and definition:

Most research programs are initiated because managers are uncertain about some aspect
of the firms marketing program. Identifying the problem, that is defining the problem,
gives a sense of direction to the investigation.
Business research must have clear objectives and definite designs. Problem definition is
possibly the most important, yet most neglected, area of business research.
1. At this stage in the project, exploratory research is often used because it helps refine
the problem into one that can be researched. Exploratory research progressively narrows
the scope of the research.
There are four basic exploratory techniques: secondary data, pilot studies, case studies,
and experience surveys. Two of these are discussed in this overview chapter.
2. Secondary data or historical data is data previously collected and assembled for
some project other than the one at hand. In contrast, primary data is gathered specifically
for the project at hand. Secondary data can often be found inside the company, at public
libraries and universities, or purchased from a firm specializing in providing information.
Secondary data can usually be gathered faster and at less cost than primary data, but it
can be outdated or may not exactly fit the researchers needs.
3. Pilot studies (a collective term to group together a number of diverse research
techniques) collect data from the ultimate subject of the research project to serve as a
guide for the larger study. The data collection methods are informal and findings may
lack precision, but may suggest possible topics for formal investigation. A pilot study
may send a manager out to experience what workers, consumers, or others experience, or
may take the form of a focus group interview that is a loosely structured group dynamics
session.
B.Planning the research design:
A research design is a master plan specifying the methods and procedures for collecting
and analyzing the needed information. The research design should consider the research

objectives and should determine the sources of information, the design technique (e.g.,
survey or experiment), the sampling methodology, the time schedule for the research, and
the budget for the research.
1. Selecting the appropriate research design: There are four basic research designs for
causal and descriptive research and certain factors, e.g., cost, urgency, availability of data,
etc., should determine which design is used.
2. Surveys: The most common method of generating primary data. It is a technique in
which information is gathered from a sample of people by use of a questionnaire.
Questionnaires can be administered by mail, phone, or person-to-person.

Each

administration method has its advantages and disadvantages, and all are appropriate in
different situations.
3. Experiments:

Hold the greatest potential for establishing cause-and-effect

relationships because they allow investigation of changes in one variable while

manipulating one or two other variables under controlled conditions. Causal factors can
be isolated because outside factors do not come into play.

One example of

experimentation is test marketing. An experiment controls conditions so that one or more

variables can be manipulated in order to test a hypothesis.
4. Secondary data studies: Typically this involves using past data to project future
figures for a particular event or phenomena. This technique uses greater quantitative
sophistication than is involved in using secondary data at the exploratory level of
research, but it still has the same advantages and disadvantages attached to it
.
5. Observation techniques: The objective of research is often merely to record what can
be observed.

The advantage of it is that it is non reactive and the data can be

unobtrusively and passively collected without a respondents direct participation. For the
inexperienced researcher it can be difficult to administer and its biggest disadvantage is
that it cannot observe intangible states of mind.

6. Evaluating research designs: There is no one best research design; there are many
alternative methods for solving a problem. Knowing how to select the most appropriate
research design develops with experience.
C. Sampling:
Sampling Involves any procedure that uses a small number of items, or that uses part of
the population to make a conclusion regarding the whole population - a sample is a subset
from a larger population. The results of a statistically sound sample should have the
same characteristics as the population. Of course, errors can be made especially if the
target population is not representative of potential customers, or if the sample size is
too small, or not a probability sample, or if the unit is not randomly selected.
There are two basic types of samples:
1. Probability sample:

In which every member of the population has a

Known, non-zero probability of selection.

2. Non-probability sample: In which the sample is selected on the basis of

Personal judgment.
D. Data collection:
Once the research design, including the sampling plan, has been formalized, the process
of collecting information from respondents may begin. Depending on the design chosen,
there are many methods of data collection. For example, the survey method requires
direct participation, while an unobtrusive method of collecting data does not. A pretesting phase, using a small sub ample, may help minimize errors in the main study.
E. Data processing and data analysis:
Data must be converted, through editing and coding, into a format that will answer the
marketing managers questions. Editing involves checking the data forms for omissions,
legibility, and consistency in classification. Before the edited data can be tabulated,
meaningful categories must be established for groups of responses - this process is called
coding and it facilitates computer or hand tabulation. Analysis is the application of logic

to the understanding of data that has been gathered; it varies from the simple
determination of patterns to complex statistical analysis.
F. Conclusions and report preparation:
This stage involves preparing the information and making conclusions which will be
useful for decision-making purposes.

The

research report should effectively

communicate the research findings. If a research report is too long, complex, etc., for
managers to use, then it is totally useless.
RESEARCH DESIGN
Business research can be classified on the basis of technique (e.g., experiments, surveys,
or observation studies) or purpose. Classifying business research on the basis of its
purpose, it can be broken into three categories:
A.

Exploratory studies

Exploratory studies are conducted to classify the nature of problems. It is not intended
to provide conclusive evidence from which a particular course of action can be
determined.

Exploratory research merely crystallizes the problem and identifies

information needed; subsequent research is usually required.

B.

Descriptive research
Descriptive research is conducted to discover and determine the characteristics of

a population. It seeks to determine the answers to the questions who, what, when,
where, and how. It does not tell us why. Although it is impossible to completely
eliminate error, this type of research should be conducted as accurately as possible
because, unlike exploratory research, the evidence it provides will be used to determine a
course of action.
C.

Causal research

Causal research attempts to identify cause-and-effect relationships between variables. It

usually follows exploratory and descriptive research and, therefore, the researchers are

quite knowledgeable about the subject. Causal research attempts to establish that when
we do one thing (e.g., increase advertising), another will follow (e.g., increased sales).
Before inferring causality, the researcher should:
1. Establish the appropriate causal order or sequence of events.
2. Measure
the
concomitant
variation
(the
occurrence

of

the

two Phenomena or events varying together) between the presumed cause and the
presumed effect.
3. Recognize the presence or absence of alternative plausible explanations or causal
factors; there may be a plurality of causes for the observed effect.
4. Even after these three criteria have been established, the researcher can never be
certain that the causal explanation is adequate.

METHOD AND TECHNIQUES OF DATA COLLECTION

Once the research design has decided the next job is of data collection. For data to be
useful, our observations need to be organized so that we can get some patterns and come
to logical conclusions. There are two type of data collection sources discussed below.
Primary data
Primary data is one which is collected by the investigator himself for the purpose of a
specific inquiry of study. Such data is original in character and is generated by survey
conducted by individuals or research institute.
Modes of primary Data Collection
There are basically three widely used methods for collection of primary data:

Observation
Experimentation
Questionnaire
Interviewing
Case study method

Secondary data
Secondary data are gathered and recorded by someone else prior to (and for purposes
other than) the current needs of the researcher. Secondary data are usually historical in

nature, have already been assembled, and do not require access to respondents or
subjects.
Data are simply facts. Whereas information refers to a body of facts in a format suitable
for decision making or in a context that defines relationships between pieces of data.
CLASSIFICATION OF SECONDARY DATA
Internal and proprietary sources: Data that are external to the organization refers to data
created, recorded, or generated by another entity. Most organizations routinely gather,
record, and store internal data for solving future problems. For example, accounting
departments continually gather data. Aggregating or desegregating internal data is a
frequent form of internal research.

By exhausting all sources within the company,

researchers can avoid duplicating another departments data collection and research
efforts.

External sources of data can be categorized as follows:

1.

Books and periodicals: Books and periodicals provide a wealth of information.

Libraries

stock

many bibliographies, guides, directories, and

indexes.

Professional journals and commercial business periodicals can be especially

valuable sources of data.
2.

Government sources: Government agencies produce a prolific amount of data.

Federal government data (e.g., the Census of Population) can be counted on for
accuracy and quality of investigation. State, county, and local government data is
often more current and structured to meet local needs than federal data.

3.

Media sources: Information on a broad range of subjects is available from

broadcast and print media.

The media like to show that their vehicles for

advertising are viewed or heard by the advertising target market.

Such

information is generally free of charge and can be useful. However, it should be

given careful evaluation as it often covers limited aspects of a topic.
4.

Commercial sources: Numerous firms specialize in selling information.

These firms provide diverse types of data, examples of which follow:

a) Market share data: Market tracking refers to the observation and

analysis of trends in industry volume and brand share over time.
b) Scanner data:
Market tracking through optical character
recognition such as the Universal Product Code and other optical
scanners provides a wealth of accurate and rapid product and brand
sales information collectively known as scanner data.
c) Demographic and census updates.
d) Attitude and public opinion research: Specialized syndicated
services report the findings of attitude research and opinion polls.
e) Stock market sources: Numerous firms sell information on
aggregate market and individual stocks.

Research Design:It helps in the direction to form a blue print for my research work and to find out the
answers for followings basic questions like what to observe, whom to observe, how to
observe, why to observe, how to record the observations, how analyze the observations?
Hence type of research design for my dissertation work is Explorative in nature.

Sample Design:The population comprising two wheeler owners a convenience sampling procedure was
used with a sample size of 100 respondents. The sample was divided into different
demographic factors like age groups, gender, occupation & brand . The sample was
selected from the city of Dehradun and also selected apparel shoppers. In my sample, 4
branded apparel in two wheeler were identified through systematic randomly to arrive at
the targeted total of 100 respondents. The data was collected at the parking, work place
over a period of two months.

Sample size: 100 respondents in Dehradun city.

Sampling technique: two wheeler owner from Dehradun city were identified
through systematic random sampling technique. And sample size of 100
respondents has been achieved by convenience sampling technique at the retail
outlets.

2.2.5 Data collection sources:Primary Data- To measure post service satisfaction in two wheeler automobile industry
in Dehradun city data have been collected through structured questionnaire by
respondents.

2.2.6 Instrument:Of the 23 items in RSQS, two were found inapplicable for inclusion in the Indian context.
The process used of examining face validity of the items for inclusion/exclusion was
similar to the procedure used by Dabholkar, Thorpe and Rentz (1996) when developing
the RSQS. The final instrument consisted of these 23 items. All other 23 items were
found relevant by all examiners. These items are based on the study by Boshoff and
Terblanche (1997). All items were measured using a five point Likert scale, from 1Absolutely disagree to 7- Absolutely agree. The instrument also contained a final
section collecting data on gender, age and education level of the respondent.

Tools uses for analysis:For analysis purpose I have used the following tools1. One way ANOVA
2. Frequency and Mean

Chapter III
DATA ANALYSIS: DEMOGRAPHIC PROFILE
& FACTOR ANALYSIS

3.1 Demographic characteristics of the sample data

3.1 a) Gender wise classification of respondentsTable no.2 Gender wise frequency

Frequency
Valid

Percent

Male
79

79

21

21

100

100

Female
Total

Figure --1

gender
female

male

Inference:
From this table it is evident that 79% of the respondents are male and 21% are
female that show the most of two-wheeler used by the male persons.

3.1 b) Age wise classification of respondent

Table no.3) Age wise frequency:

Frequency
Valid

Percent

less 20
3

79

79

13

13

100

100

20-30
30-40
40 above
Total

age
40 above
30-40
less 20

20-30

Inference:
From the table mostly two wheeler have by the age group 20-30 because this
group have the younger population they have many reason have the two wheeler like life

style, affordability and many other reasons after that 30-40 age group have the most two
wheeler they are mainly employees and small business men. in this study found that age
group above 40 and below 20 have minimum two wheeler

3.1 c) Occupation wise classifications of respondents

Table no.4) Occupation wise frequency:
Frequency
Valid

Percent

Businessman
9

Govt .employee
16

16

Student

47

47

Other

28

28

Total

100

100

occupation
other
businessman

govt.employee

student

Inference:
In this study we found that around 40% two wheeler used by the young people
involved of student of difference categories after that two wheeler used by other in this
include house hold around 29% and after that used by the govt. employee nearly 16% and
less used by the business men.

3.1 d) Two wheeler company wise classifications of respondentsTable no.5) Two wheeler used by customer

Frequency
Valid

Percent

Hero-Honda
49

49

27

27

11

11

100

100

Bajaj

Tvs
Yamaha
Other
Total

two wheeler used by customer

other
yamaha

tvs

hero-honda

bajaj

Inference:
Mostly responded used the hero-honda two wheeler around 49% and after that
27% have the bajaj bikes and tvs bike around 11% and Yamaha used 4% and other bike
used is 9% including Kawasaki, Infield and other.

4. Name three motorcycle companies that come to your mind

HONDA MOTOR COMPANY LTD
Bajaj Auto Ltd.
Yamaha Motors Ltd.
Royal Enfield
TVS Ltd.
45
40
35
30
25
20
15
10
5
0
Yamaha

LML

TVS

Bajaj

Analysis of collected data shows that the out of 100 consumers 70 are using the
HONDA MOTOR COMPANY LTD Bikes, 30 are using the other.

5. What are the things that you look while purchasing a bike?
Fuel efficiency
Looks
Low maintenance cost
Reliability( less chances of breakdown)
Least physical efforts
Low price
80

71
66

70
60
50
33

40
30
14

20
10
0
Maintenance cost

Looks

Physical efforts Fuel economy

Maintenance cost does matter then others.

6. Which other bike would bike you have preferred to buy?

Yamaha

LML

TVs motors

Bajaj Pulsar

80

71
66

70
60
50
33

40
30
14

20
10
0
Bajaj Pulsar

LML

TVS motors

Yamaha

Bajaj Pulsar is strong competitor of HONDA MOTOR COMPANY LTD.

Chapter IV
CUSTOMER SATISFACTION

Ranking

Total

Item

overall reception at the

service center
the location of outlet
getting service appointment
comfort level in waiting area
information given in the
owner s' manual
Help provided by service
staff
understanding of vehicles
problem by service staff
availability of spare part
accuracy in delivery time
cleanliness of the vehicleat
the time of delivery
satisfaction after test derive
Rating of dealer in term of
quality service
service center in term of
replacement/spare
parts/labor charges
technical skills of the
mechanic
ambience in the waiting area
clarity in delivery time
information
attention given in the
waiting area
interest shown by the staff in
specific problem
readiness of the vehicle at
the time of delivery
overall service experience

25

0
1
2
1

12
7
8
7

14
11
14
15

19
26
39
23

Score

Mean

35 21 7

100

4.8

Std.
Deviation
1.230915

33
30
20
28

8
5
3
7

100
100
100
100

4.47
4.57
4.21
4.55

1.424568
1.312373
1.281532
1.380784

17 23

24 22 7

100

4.54

1.459348

13 18

31 23 6

100

4.63

1.390117

0
3
1

6
5
7

8 21
18 26
18 17

20 24 21 100
24 14 10 100
26 20 11 100

5.11
4.45
4.64

1.469522
1.472818
1.487456

3
2

3
4

13 23
12 23

21 25 12 100
29 28 2 100

4.79
4.65

1.485927
1.282162

15 33

25 13 7

100

4.41

1.334053

13 18

31 27 5

100

4.7

1.410638

2
2

4
3

23 30
15 29

22 16 3
31 14 6

100
100

4.26
4.5

1.284091
1.27525

28 29

18 16 1

100

4.05

1.313296

19 23

25 19 4

100

4.34

1.401442

13 24

32 19 3

100

4.45

1.34371

32 19 5

100

4.66

1.199495

31

14
20
14
19

Table no.6) Ranking of respondents and satisfaction index on seven

point scale

Source: Calculated through SPSS

Inference: From the table no. it can be concluded that respondents rated them high and
shows more agreement on those perception statements about the service quality of
satisfaction of service provide by the two-wheeler provider in Dehradun city whose mean
values are highlighted in bold i.e. lies between the range of 4.05-5.11.

Table 7): One way ANOVA for Service quality and service provider
Sum of
Squares
1.270
115.418

Between Groups
Within Groups
Total

116.688

Df
4
95

Mean Square
.317
1.215

F
.261

Sig.
.902

99

Source: Calculated through SPSS

Null Hypothesis (Ho): There is no significant difference in the satisfaction regarding the
service quality & service provider amongst customers of different income groups.
One way ANNOVA results
Calculated value-0.26

Degree of freedom-4

Tabulated value- 2.45

Inference- Since calculated value is less than tabulated value therefore null hypothesis
(H0) is accepted .Hence there is no significant difference in the perception regarding the
service quality & service provider amongst customers .

Table 8): One way ANOVA for Service staff and service provider

Between Groups
Within Groups

Sum of
Squares
2.642
91.390

Total

94.032

Df
4
95

Mean Square
.660
.962

F
.687

Sig.
.603

99

Source: Calculated through SPSS

Null Hypothesis (Ho): There is no significant difference in the perception regarding the
service staff & satisfaction amongst customers of different two-wheeler service provider.
One way ANNOVA results
Calculated value-0.687

Degree of freedom-4

Tabulated value- 2.45

Inference- Since calculated value is less than tabulated value therefore null hypothesis
(H0) is accepted .Hence there is no significant difference in the regarding the service
staff & service provider amongst customers.

Table 9) : One way ANOVA for outlet and service provider

Between Groups
Within Groups

Sum of
Squares
5.313
80.627

Total

85.940

Df
4
95

Mean Square
1.328
.849

F
1.565

Sig.
.190

99

Source: Calculated through SPSS

Null Hypothesis (Ho): There is no significant difference in the satisfaction regarding the
satisfaction & outlet amongst customers of different groups.
One way ANNOVA results
Calculated value-1.56

Degree of freedom-4

Tabulated value-2.45

Inference- Since calculated value is less than tabulated value therefore null hypothesis
(H0) is accepted .Hence there is no significant difference in the perception regarding the
outlet & service provider amongst customers of different groups.

Table 10): One way ANOVA for charges and service provider

Between Groups
Within Groups
Total

Sum of
Squares
6.217
99.578
105.796

Df
4
95

Mean Square
1.554
1.048

F
1.483

Sig.
.214

99

Source: Calculated through SPSS

Null Hypothesis (Ho): There is no significant difference in the satisfaction regarding the
charges & service provider amongst customers.

One way ANNOVA results

Calculated value-1.483

Degree of freedom-4

Tabulated value-2.45

Inference- Since calculated value is less than tabulated value therefore null hypothesis
(H0) is accepted .Hence there is no significant difference in the satisfaction regarding the
outlet & service provider amongst customers.

Table no.11)Comparison of service provider regarding to service

charges.

Mean

Std. Deviation

95% Confidence Interval for

Mean
Lower Bound

HeroHonda
Bajaj
Tvs
Yamaha
Other
Total

Minimum

Maximum

Upper Bound

49

4.44

1.037

4.14

4.73

27
11
4
9
100

4.15
3.64
4.33
4.15
4.24

1.035
1.260
.609
.626
1.034

3.74
2.79
3.36
3.67
4.03

4.56
4.48
5.30
4.63
4.45

2
1
4
3
1

6
5
5
5
7

Source: Calculated through SPSS

Inference; Table no. show that the major service provider takes the charges is different
service charges in this Hero-Honda is more reasonable than the other two wheeler service
provider after that Tvs and Bajaj but Yamaha and others take more charges to the
customer.

Table no.12) Comparison of service provider regarding to service

quality

N
HeroHonda
Bajaj

Std.
Deviation

Mean

Std.
Error

95% Confidence Interval

for Mean
Lower
Upper
Bound
Bound

Minimu
m

Maximu
m

49

4.75

1.027

.147

4.45

5.04

27

4.52

1.188

.229

4.05

4.99

11

4.48

1.407

.424

3.54

5.43

Yamaha

4.58

.616

.308

3.60

5.56

Other

4.59

.947

.316

3.86

5.32

100

4.64

1.086

.109

4.42

4.85

Tvs

Total

Source: Calculated through SPSS

Inference: Table no. show that the service provider deliver the different quality service to
the customer. Service quality deliver by the Hero-Honda is batter than the other after that
Yamaha and other service provider .

Table no.13) Comparison of service provider regarding to service staff.

urc
N
HeroHonda
Bajaj
Tvs
yamaha
Other
Total

Mean

Std.
Deviation

Std.
Error

95% Confidence
Interval for Mean
Lower
Upper
Bound
Bound

So
e:
Minimu
m

Maximu
m

49

4.67

1.046

.149

4.37

4.97

27
11
4
9

4.72
4.55
4.83
4.15

.820
1.360
.136
.592

.158
.410
.068
.197

4.40
3.63
4.62
3.69

5.05
5.46
5.05
4.60

3
1
5
3

7
6
5
5

.975

.097

4.44

4.82

100

4.63

Calculated through SPSS

Inference: table no. show that the service provider have the different staff because
service staff is very important for batter service delivery to the customer. In this Yamaha
and Bajaj have the batter service staff that have the customer satisfaction .

Table no.14) Comparison of service provider regarding to outlet.

N
HeroHonda
Bajaj
Tvs
Yamaha
Other
Total

Mean

Std.
Deviation

Std.
Error

95% Confidence Interval

for Mean
Lower
Upper
Bound
Bound

Minimu
m

Maximu
m

49

4.47

.986

.141

4.19

4.75

27

4.41

.844

.162

4.07

4.74

11

4.23

.905

.273

3.62

4.83

3.50

.408

.204

2.85

4.15

3.94

.917

.306

3.24

4.65

100

4.34

.932

.093

4.16

4.52

Source: Calculated through SPSS

Inference: table no. show that the service provider has the different outlet because outlet
is very important for batter service delivery to the customer. Regarding to outlet location
of outlet. Parking area waiting area for customers etc .in this Hero-Honda proide the
batter outlet facilities to the customers.

CHAPTER V
FINDING , CONCLUSION , SUGGESTIONS
LIMITATION OF STUDY

FINDINGS
The findings of the study are below:
It is found that awareness of service center is almost all respondent know
about the service center and its process.
It is found that 65% customer satisfied the overall reception only 12%
customer are dissatisfied the reception and 25% nutral.
It is found that 55% customers are satisfied with the location of outlet and
19% are nutral.
It is found that 55% customer are satisfied with getting service
appointment
It is found that 37% customer is satisfied with comfort level in the wai ting
area and 35%nutral.
It is found that 58% customer is satisfied with information given in the
owner manuals.
It is found that 24% customer is dissatisfied with the help provided by the
service staff.
It is found that 58% customer is satisfied with the understanding vehicle
problem.
It is found that 62% customer satisfied with the technical skill of
mechanic.
It is found that 65% customer is satisfied with availability of spare parts
It is found that 45% customer is satisfied with replacement /charges of
spare parts/labor charges.
It is found that 67% customer is feel satisfaction after test drive.
It is found that 35% customer are satisfied and 29% is neutral with
attention given in the waiting area.
It is found that 48% customer is satisfied with clarity in delivery time
information
It is found that 54% is satisfied with the interest shown by
staff related to the specific problem.

the service

 It is found that 56% customer is satisfied with overall service experience.

It is found that around 48% customer used Hero-Honda two wheeler that
show the popularity of Hero- Honda.
It is found that Hero- Honda two wheeler most used by the customer.
Hero-Honda service provider gives the batter service to others.

CONCLUSION

The key to success of two wheeler automobile industry lies not only in having
good products but also in being able to provide the customer with the level of

service they desire.

Because of increasing competitiveness in the Indian automobile industry, almost
all automobile manufacturers have invested valuable resources on customer

satisfaction as a tool to understand the needs and expectations of their customers.

Increased presence of two-wheeler vehicles throughout the country has created a
growing need for providing service infrastructures closer to the customers' homes
or offices

SUGGESTIONS
As 54 % accuracy of the respondent are told about the accuracy in delivery time and 46%
are not aware of it, `it is recommended that the purchaser should be made aware of the
location of the service center at the time of delivery ,which is of key concern to them.
It is found that the mean value for some of the dimensions of service is moderate. Hence
the manufactures or dealers should invest highly invest area like interest of service staff
on specific problems, knowledge of service staff on specific problem ,i.e. specialized
skills satisfaction after test derive and quality of service.

APPENDIX
QUESTIONNAIRE
NAME. Mr. / Mrs.
Gender

AGE (YEARS)...
OCCUPATION

a) Businessman

b) Govt. employee

c) Student

d) Others

1) Which company s two wheeler do you have?

a) Hero-Honda
b) Bajaj
c) TVs
d) Yamaha
e) Other
2) Are you aware about the service center?
(a) Yes
(b) No
3) Does the Service provider examining the vehicle in presence of the Customer?
(a) Yes
(b) No
4) Have you paid any minimum charges during free service?
(a) Yes
(b) No
5) Does the Service provider fill any Job card /book filling in presence of you?
(a) Yes
(b) No
6) Does the Service provider give test rides the vehicle after servicing?
(a) Yes
(b) No
7) Have the Service provider Offered you a test ride before demanding?
(a) Yes
(b) No

8) Have you taken permission regarding additional work?

(a) Yes
(b) No
9)Does the Dealer reminds you related to free service camp?
(a) Yes
(b) No
10) Please assign the ranking from one to seven. Here One means very poor and
seven means excellent for the following statement.
STATEMENT
1
2
3
4

Overall reception at the service center

The location of the outlet
Getting a service appointment
Help provided by the service staff

Understanding of vehicles problem by service staff

6
7
8

Availability of the spare parts

Accuracy in delivery time
Cleanness of the vehicle at the time of delivery

9 Satisfaction after the test drive

1 Technical skills of the mechanic
0
11 Interest shown by the service staff in specific
1
2
1
3

problem
Readiness of the vehicle at the time of delivery
Overall service experience
Thanks for your co-operation

RANKING
7 6 5 4 3 2 1

BIBLIOGRAPHY

Alexander Basilevsky (1994), Stastical Factor Analysis and Relation Methods:

Theory and Application, John Wiley, New York

Icfai journal of consumer behavior, may, 2008.

Joseph F, hair Tr, Ralph E Anderson, Ronald L Tatham and William Black o (1999),
Multivariate Data Analysis with Headings, 5th Edition, Prince Hall, Inc., New Jersey.

Naresh K Malhotra (2006), Marketing Research An Applied Orientation, 5th Edition,

Prince Hall of India Private limited.

Rajendra Nurgundkar, Marketing Research - Text and Cases, 2 nd Edition, Tata

McGraw Hill.

www.acmainfo.com

www.indian bussiness.com

www.herohonda.com

www. tvsmotor..in

www.bajajauto.com